“To binge or not to binge” - The online Viewing Habits of Dutch millennials

Due to digitalization the television industry has changed rapidly over the last few years. Industry disrupters like Netflix have changed the way individuals consume television. The consumption of nonlinear television is not restricted by time, place or content. Technological innovations have changed viewing modes and allow users to control what, when, where, and how they view programs. Further, platform and content choices have been greater than ever before. Since it appears that the way millennials consume television has changed, this research was interested as to what extent viewing habits have changed as well. By the means of thirteen qualitative interviews, this study aimed to explore the viewing habits of Dutch millennials in relation to on-demand streaming services. The interviews were held with Dutch millennials – age 18 to 34 –, and users of Netflix and/or Videoland. The interviews were transcribed and analyzed through coding and thematic analysis. The results suggest that the use of on-demand streaming services is motivated by a need for entertainment, relaxation, escapism, narrative immersion and cultural inclusion. The results show that respondents find it very important to be able to participate in the cultural conversation. It was a reason to watch particular content, binge-watch, and for some also a reason to sign up for a particular streaming service. Furthermore, this study found that binge-watching has become a noteworthy aspect in the viewing habits of Dutch millennials. Even though, binge-watching was done at the expense of studying and sleep, no regretful feelings prevailed among the participants of this study. Emphasis was laid on the fact that binge-watching was a conscious choice. Moreover, during the interviews it became clear that participants experience difficulties in the content selection process on Netflix and Videoland. The endless choices were found overwhelming by many of the participants. Hence, their reliance on trailers, recommendations lists and personal recommendations from friends and family. In addition, the findings suggest that television consumption via on-demand streaming services is more individualistic in comparison to consumption via linear television. The distribution attributes and devices stimulate more individualistic consumer behavior. Further, content was found to be the most important motivator for the participants to use either a streaming service, linear TV or illegal platforms. This research suggest that television consumption is driven by content: the use of streaming services, linear TV or illegal platforms to get access to particular content. Moreover, streaming services were preferred because of their content and convenience; for many it is the main way to consume television.